Perennial Books Brand Standards Manual

P E R E NNI A L BOOKS Brand Standards Manual ART 323 Graphic Design II Professor Jane Dorn, Spring 2013 Š Aimee Kaib, 2013

COMPANY OVERVIEW

CONTEMPORARY Perennial appeals to multiple market segments through our use of modern, yet elegant branding. The simplicity of the brand attracts several demographics from children to seniors.

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

INNOVATIVE At Perennial, we are always dreaming up new ways to keep our customers not only satisfied but enamored with our products. Whatever your preference, be it hardback, paperback, e-reader and more, we’ve got it covered.

AFFORDABLE We know that reading is essential to life, so we want to make it easy. Whether it be for school, for fun or just to learn, we keep our products reasonable priced.

CONTENTS

1 | Why Guidelines?

2 | Mission, Vision, Values 3 | Brandmark 4 | Signature 5 | Clearspace 6 | Minimum Space

7 | Color Builds 8 | Appropriate Usage 10 | Typography 13 | Stationary 20 | Touchpoints 27 | Credits

WHY GUIDELINES?

The purpose of this document is to help us work to establish consistent communications that build Perennial Books’ reputation in the many communities we serve. We take a great deal of pride in our branding, and guidelines are essential to its success.

In order for the brand to reach its full potential, we ask that any and all Perennial related material strictly adhere to the following guidelines to aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by e-mail to the Perennial Books Corporate Office at marketing@perennialbooks.com.

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MISSION | VISION | VALUES

MISSION Our mission is to offer several avenues of reading that appeal to every type of reader. We accommodate our customers needs by offering a wide variety of reading material.

VISION Our vision is to see our customers enjoy reading more and more. We want them to have a personal experience at Perennial and become loyal customers.

VALUES We strive to provide our customers with excellent customer service, quality products and helpful solutions to their problems and needs.

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BRANDMARK

Perennial’s brandmark is an abstraction of a leaf and open book. The center of the mark leads the viewer’s eye backwards into space as if they were looking down the spine of an open book.

The mark is only to be used as shown. It should not be rotated, skewed or reversed.

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SIGNATURE

Brandmark

P E R E NNI A L BOOKS

Lockup

Wordmark

The Perennial signature is composed of a brandmark and wordmark, both of which can be used separately or in the pre-existing lockup. No variation of the lockup should be used on any Perennial communications nor should any changes be made to the lockup.

Should the wordmark and brandmark be employeed separately, neither element should be skewed, stretched or altered in any way.

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CLEARSPACE

P E R E NNI A L BOOKS

The signature should be accompanied by a designated amount of clearspace in order for it to maintain its visibility. The clearspace isolates the signature, which prevents it from competing with surrounding design elements and allows it to have the desired impact.

The amount of clear space on all sides of the signature equals the height of the brandmark, which remains the same in the event the brandmark and wordmark are used separately.

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MINIMUM SIZE

1 in.

To ensure legibility, the signature should not be sized down to less than half an inch, but may be scaled up to any size larger than the minimum size. Should the signature be scaled down incorrectly, the essential negative space would be compromised.

P E R E NNI A L BOOKS

P E R E NNI A L BOOKS

.75 in.

In the event the brandmark and the wordmark are separated, the minimum size is the same for both.

.5 in.

P E R E NNI A L BOOKS

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COLOR BUILDS GREEN CMYK: 49. 0. 100. 0 RGB: 162. 199. 63 PANTONE 376 C # 8EC73F

The colors of the logo are vital to the identity of Perennial Books. Both dark grey and green may be used in various forms of text; however, light and dark green should not be used in a text setting. All colors and blacks are suitable for graphics.

LIGHT-GREEN CMYK: 33. 0. 63. 0 RGB: 178. 215. 132 PANTONE 367 C # B2D784

DARK-GREEN CMYK: 71. 31. 100. 17 RGB: 83. 123. 56 PANTONE 576 C # 537B38

DARK-GREY CMYK: 0. 0. 0. 80 RGB: 88. 89. 91 PANTONE 425 C # 333333

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APPROPRIATE USAGE APPROPRIATE

PER ENNI A L BOOKS

The signature as a whole should only be used as the signature stands. No other lockup should be appropriated. It should also not be skewed, stretched or distorted in any manner. The brandmark should also not be used in the same lockup with a different wordmark or typeface.

PER ENNI A L BOOKS

With the exclusion of t-shirts, book spines and any other Perennial communications where colors may vary, neither mark should appear on a background color that is within the brand standards. Both marks are only to be used on white unless otherwise specified.

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INAPPROPRIATE

PERENNIAL BOOKS PER ENNI A L BOOKS PER ENNI A L BOOKS PER ENNI A L BOOKS PER ENNI A L BOOKS

PER ENNI A L BOOKS

P E R E NN I A L BOOKS

PER ENNI A L BOOKS

PER ENNI A L BOOKS 9

TYPOGRAPHY

CASLON

MYRIAD PRO REGULAR

ABCDEFGHIJKLMN OPQRSTUVWXYZ

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

abcdefghijklmn opqrstuvwxyz

0123456789

0123456789

MYRIAD PRO BOLD

MYRIAD PRO ITALIC

ABCDEFGHIJKLMN OPQRSTUVWXYZ

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

abcdefghijklmn opqrstuvwxyz

0123456789

0123456789 10

PERENNIAL BOOKS Uncover it.

Myriad Pro, Italic, 25/27pt, DG* | Myriad Pro, Bold, 20/22pt, Green

Perennial Books Uncover it.

Caslon, Regular, 25/27pt, DG | Myriad Pro, Regular, Green 20/22pt

PERENNIAL BOOKS

Perennial Books

Uncover it.

Uncover it.

Caslon, Regular, 25/27pt, DG | Myriad Pro, Bold, 20/22pt, Green

Caslon, Regular, 25/27pt, DG | Myriad Pro,Bold, 20/22pt, Green

Perennial Books Both typefaces are interchangeable between headings and body copy; however, “PERENNIAL BOOKS” should not be set in Caslon all majuscules so as not to be confused with the wordmark.

DG* - Dark Grey, see pg. 8

Uncover it.

Myriad Pro, Regular, 25/27pt, DG | Myriad Pro, Bold, 20/22pt, Green

Perennial Books Uncover it.

Caslon, Regular, 25/27pt, DG | Myriad Pro, Bold, 20/22pt, DG

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Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Myriad Pro, Regular, 10/12pt, DG

Myriad Pro, Italics, 10/12pt, DG

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Caslon, Regular, 10/12pt, DG

Myriad Pro, Regular, 10/12pt, Green

Body copy is also not to be set in anything but ‘Dark Grey. Body copy is best set in Myriad Regular 10/12pt, but also works well in 12/14pt and Myriad Italics .

The use of 60% grey may also be employed when it comes to sub headers and body copy.

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Myriad Pro, Italics, 10/12pt, 60% Grey

Perennial Books is a dominating bookstore chain designed to sell affordable books in large, commercial stores. As a book “super store”, Perennial is rapidly expanding, especially with the release of our new Perennial Classics line, which features revamped, out of print titles.

Myriad Pro, Regular, 12/14pt, DG

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STATIONARY PER ENNI A L BOOKS

April 3, 2013

Aimee Kaib 4310 Lexington Way Anderson, SC 29621

Dear Aimee,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Epsum factorial non deposit quid pro quo hic escorol. Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum.

Defacto lingo est igpay atinlay. Marquee selectus non provisio incongruous feline nolo contendre. Gratuitous octopus niacin, sodium glutimate. Quote meon an estimate et non interruptus stadium. Sic tempus fugit esperanto hiccup estrogen.

Glorious baklava ex librus hup hey ad infinitum. Non sequitur condominium facile et geranium incognito. Epsum factorial non deposit quid pro quo hic escorol. Marquee selectus non provisio incongruous feline nolo contendre Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum

LETTERHEAD SIZE: 8.5 in x 11 in.

PAPER: STRATHMORE WRITING, WOVE, PLATINUM WHITE MARGINS: TOP: .75 in.

BOTTOM: 2 in.

RIGHT: 2 in.

LEFT: 2 in.

Sincerely,

Aimee Kaib

100 Sunrise Harbor Drive | Anderson, SC 29621| 555.231.2000 | www.perennialbooks.com

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Uncover it.

Sarah Wadding | CEO

PER ENNI A L BOOKS

100 Sunrise Harbour Drive Anderson, SC 29621 www.perennialbooks.com 555.231.2000

BUSINESS CARD SIZE: 3.5 in. x 2 in.

PAPER: STRATHMORE WRITING, WOVE, PLATINUM WHITE

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Aimee Kaib 4310 Lexington Way Anderson, SC 29621

ENVELOPE SIZE: 3.5 in. x 2 in.

PAPER: STRATHMORE, PREMIUM WOVE, PLATINUM WHITE

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PER ENNI A L BOOKS 100 Sunrise Harbour Drive Anderson, SC 29621

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TOUCHPOINTS

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$25 Gift Card

PER ENNI A L BOOKS

Š 2013 Perennial Books, Inc.

SV1102246

Perennial Books gift card terms and conditions: This gift card can be used to purchase any product or a Perennial Books membership at an Perennial Books store nationwide or on www.perennialbooks.com. This card will not be replaced if lost or stolen. This card will not be exchangeable for cash except where requird by law. This card is issued by Perennial Books marketing services LLC. Other conditions may apply. See www.perennialbooks.com for details.

To obtain your balance visit www.perennialbooks.com or call toll free 1-800-295-3029

Card No. 627715246601658

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CREDITS

http://barnesandnoble.com/ http://www.trendhunter.com/slideshow/coffee-cup-sleeves http://www.ikea.com/us/en/catalog/products/10101273/ http://www.teehanlax.com/blog/iphone-4-gui-psd-retina-display/ http://carlosviloria.com/ http://yaymicro.com/stock-image/shopping-bag/4140120 http://vector-magz.com/symbols/recycle-vector-item-1/

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